SKOPE

The Why

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SKOPE are a family-owned commercial refrigeration business based in Christchurch with a strong market share across Australia, New Zealand and the Pacific Islands. The traditional focus of SKOPE’s website was to engage existing resellers and provide them with the tools required to easily sell SKOPE products and services to their end-user customers – typically hospitality and food retail businesses.

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In order to grow market share SKOPE’s strategy has broadened to attempt to:

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• Increase penetration in the corporate market, including quick service restaurant chains, multi-site hospitality businesses, as well as beverage producers and importers; 
• Develop greater awareness of their brand and its key USPs amongst end-user customers encouraging them to “prefer” SKOPE over a multitude of competing brands
• Broaden markets to new geographical locations by developing targeted international resellers.

The Solution

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The SKOPE brand is well known in New Zealand and Australia and is synonymous with quality and reputation.

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The brand aesthetic is clean, dark and simple, conveying a premium brand. While the preferred colour scheme is dark, SKOPE also wanted to offer their users a white version supporting various accessibility requirements.

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Part of this was a simplification of the navigation and journey for customers. Consolidating a lot of information and focusing on a streamlined journey was a challenge, but one that, when executed, makes sense to our users. We created a new information architecture that enabled us to make shorter pathways to get to the exact content that a user was looking for. Our previous website had many links in the main navigation where a user needed to know what they were looking for. We managed to build this new experience by simplifying these pathways, making it straightforward for users. This is where the 242 products were consolidated into 26 pages. While doing it we also managed to retain our search traffic, and allowed the already indexed pages and links to resolve to active links on the website. 

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Utilising a design system allowed us to design for the brand at scale, ensuring consistency throughout the site, and now also our other digital projects. The manufacturing industry has adopted a design system at scale. We built ours on Figma and also created our UI library on ReactJS. What this means is that anything that we designed in Figma could be transferred quickly into a website, maintaining consistency and user experience. The design system is also a key element in meeting the ARIA standards.

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